NEW MARKET CREATION CREATES BIG ROI OPPORTUNITIES

THE CLIENT CHALLENGE

Our client wanted to open a new revenue opportunity with an as-yet untouched (by them) market. The entertainment company had identified a potential for educational programs for schools, and wanted to generate interest in class field trips.

THE GOALS

Use slower, weekday morning hours to create more revenue and utilize existing resources

Create awareness of company as desirable destination for educators and their classes

PAIN POINTS

New program, new market—The client had no traction in the educational community, so they needed to create awareness and excitement

THE RESPONSEPOINT SOLUTION

Bold and Beautiful Design—Response point created a visually impactful, comprehensive direct mail campaign to raise awareness and engage interest in the new product.

Strategic messaging focused on the advantages of exposing students to interactive and exciting new learning opportunities, incorporating relevant research to emphasize the advantages of learning in a new environment.

Content included clear and comprehensive details about each of the 11 field trip options. The wide variety of subject matter ensured something for everyone.

Value-add materials were included as links to supplemental educational materials that would support the teacher’s curriculum with lesson plans and activities included. The downloadable resource guides were free, and therefore a powerful trust builder and incentive for educators that may have limited resources.

All details around planning a field trip—from timing to pricing—were given upfront and displayed very clearly to show a respect for teacher’s time and to provide the details they would need to know first before considering the offerings.

Educators were grouped into three targeted buckets, and a total of 25,000 individual teachers were included in the campaign.

Geo-targeting was utilized, keeping contacts within a 15-mile radius of the client’s location

THE RESULTS

87 events were held over the course of a year as a result of the lead generation campaign There were 8,993 participants in the new program (104 attendees per field trip) The ROI was 300% The campaign revealed that this new market was viable, and helped to generate revenue during non-peak hours

BIGGEST TAKEAWAY

Stepping outside of a company’s offerings to consider potential new markets is an excellent way to identify revenue-generating opportunities. Once a viable opportunity is chosen, a combination of good research, eye-catching design and compelling messaging is required to gain traction and awareness in the new market.